The study aims to investigate and evaluate the impact of advertising on the consumer preferences and loyalty in regards to the productservice promotion of different products among student teachers of kerala. There are various factors to induce consumers to buy any product. Buyers reactions to a firms marketing strategy has a great impact on the firms success. Burkhard schaer, nina berner ecozept training 4 organic food products and markets. An important implication of this framework is that a persons preferences, behaviors, and decision processes change in predictable ways depending on which fundamental motive is currently active. When a buyer decides to purchase a product without thinking over the matter logically and carefully i. There are different processes involved in the consumer behavior. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs. Consumers determine the sales and profits of a firm by their purchasing decisions. The importance of understanding consumer behaviour can most probably be summarised in a simple, yet powerful, statement by assael 1995. The research findings showed a positive motivation and attitude of consumers to adjust to more sustainable consumption patterns and their willingness to. The field of consumer behaviour covers a wide stretch of bases as it focuses on the entire consumption process, involving issues that influence a consumer before, after and during a purchase.
Once trading in a market, understanding consumer buying behaviour and the factors which influence category purchase decisions is vital in achieving further. As there is very limited literature in this field and no full version of psychometric tool are. Marketing course, as well as the consumer behaviour elective by distance learning. Factors such as stability of companyinsurance, product features, service capabilities, and claim settlement timelines. Triggering consumer motives inducing need recognition move consumer from actual state to desired state. Currently, there are many different definitions of purchase decision consumer. Pdf factors affecting consumer buying behavior researchgate. Factors which influence the buying behaviours of customers with. Identifying buying motive of consumer is a difficult task for business entrepreneurs.
Carter gives a long list of buying motives such as money, vanity, acquisitiveness, rivalry, adornment, cleanliness, collecting, amusement, construction, companionship, mental culture, appropriateness, ambition, inhibitiveness, reverence, affection, tastes, sex, limitation, curiosity, selfpreservation, sympathy, gratitude, patriotism, and so on. A study on the influence and impact of advertising to consumer purchase motive among student teachers dr. Consumers are segmented into one of eight different types, based on psychological and demographic traits along two dimensions. Nondisclosure of motives by the customers knowingly. Penz and stottinger 2005, it is necessary to understand the motives and valuebased drivers for luxury consumption that a ff ect their buying behavior in the tradeo ff between authentic and counterfeit products. Online shopping motives during the covid19 pandemic. Consumer motives and values chapter objectives afterengaging withthematerialpresented inthischapteranditsassociated exercisesandreading, you should be able to. They say, that consumers behave rationally when they consider all alternatives and choose those that give them the greatest utility. Consumer research is the systematic collection and analysis of consumer information for the purpose of important decision making in marketing. A study on consumer behaviour on life insurance products.
Nowadays, understanding consumers buying motive is much more important for the marketers. Consumer researchers have given two types of motives rational motives and irrational emotional motives. People have six motives for buying any product or service. Journal of contemporary trends in business and information. Any person does not buy a product or service just because of excellent salesman pitch but he does also due to the desire generated within him towards the product or service. Individuals have exposed to different window of information and varieties of products. Consumer buying behaviour journal of business and retail. This means the pathtopurchase journey is only getting more complex.
Buying motive relates to the feelings and emotions of people which generates a desire to purchase. The buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption consumer market. Biblography buying motives meaning and definitiona buying motive is the reason why the customer purchases the goods. Apr 02, 2015 consumer motivation represents the drive to satisfy both physiological and psychological needs through product purchase and consumption gives insights into why people buy certain products stems from consumer needs. A study on the key determinants of consumer buying motives and behaviour with special reference to organic foods in india dr. Therefore, the knowledge of buying behaviour sheds the light on the psychology of how consumers think, feel, argument and select among existing alternatives e. Objectives transmit knowledge about the consumers of organic. Concept and classification of buyers motives notes, videos. As we have indicated, not all motives derive from physical drives. However, why consumers buy a specific product is not easy to solve because the answer is locked deep within the consumers mind. Finding out what the consumers individual or organization need, desire and demand is the starting.
Each person cares for their physical and mental health, every person buys as far as possible, healthy foods, pure drinking water, medicines, materials for physical exercise, shoes for a morning walk, suit etc. Jan 04, 2017 when it comes to the psychological factors there are 4 important things affecting the consumer buying behaviour, i. Jan 26, 2019 consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. Such buying motive of a customer is called profitability buying motive. Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. Many factors, specificities and characteristics influence the individual in. Personal factors affecting consumer purchase decision towards. A consumer does not possess the knowledge of such needs without. In spite of best efforts on this behalf, it becomes difficult to judge the buying motives of customers, due to a number of reasons, such as.
Hedonic shopping motivations and impulse buying econstor. These are the needs, which are pressing needs, causing anxiety and restlessness to the customers, so much so that the consumer has to make efforts to buy a suitable product. A study of consumers of uttrakhand find, read and cite all the. Patronage buying motives consumer shopping motive is defined as the drivers of behavior that bring consumers to the marketplace to satisfy their internal needs jin and kim 2003. Isolated individual psychological constructs such as attitudes, motives, personality traits and learning styles have been used to identify their predictive capacity for actual consumer behavior with varying degrees of success. Initially the consumer tries to find what commodities he would like. Consumer has a motive for purchasing a particular product. As such, their motives and actions determine the economic viability of the firm.
Consumer motives and values behind organic consumption. A study on the influence and impact of advertising to. Most of our prospects are going to have this as their primary motive whether they measure the financial gain directly or indirectly. The social situation youre in can significantly affect your purchase behavior. Personal factors affecting consumer purchase decision. Buying motives 8 major difficulties in judging the buying motives of customers. Apr 19, 2018 understanding which consumption motive drives consumers to purchase your products enables you to form the basis of your positioning, value proposition and marketing campaigns. While consumers are more likely to describe offline rather than online shopping in experiential terms, we find evidence of experiential motivations for online shopping emerging. Pdf patronage buying motives of coffee shops consumers. Dj duncan, buying motives are those influence or consideration which provide the impulse to buy induced action or determine choice in the purchase of goods or services. Factors affecting consumers buying decision in the.
Consumer buying behaviour, price, motivation, perceived culture importance, religious orientation. Factors that influence consumer purchasing decisions of. It refers to the thoughts, feelings, emotions and instincts, which arouse in the buyers a desire. Abstract nowadays food safety is considered to be the predominant, imperative and absolute need of the hour. However, goaloriented motives are more common among online. Pdf consumers motives for buying goods and services on an. Evidently, the motives behind this behaviour originate quite separately from those that involve the satisfaction of. In the early 1950s marketers realised that they could sell more products more easily by offering products to those consumers they assumed would purchase them. Profit, fear, dignity, pride, fashion, entertainment, love, health, facility, curiosity, habit, security, utility etc. Raghavan and megeh 20 in their research found out that perceptions towards organic food product had the strongest. May 25, 2020 buying motive is the motive to persuade the desires of people so that they buy a particular good or service. Motives a motive is an internal energizing force that orients a persons activities toward satisfying a need or achieving a goal. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer.
Consumer behaviour in a general sense can be considered to be everything, as every aspect of our lives revolves around the consumption of goods and services. Journal of international business research and marketing. Limited decisionmaking leads to inertiabased habits where it is easier to purchase the same product than to change to a different brand. With opening up of the insurance sector in 2000, consumers have options to select rather than buying products launched by a single company. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Generally consumers can be categorized to individual and.
Factors affecting consumers buying decision in the selection. The four importances of buying motives are as follows. Meaning of buying motives of consumers businessmarketing. Latent motives are those, which the customer is unaware of and unwilling to recognize. When a motive makes a person to buy a product, then it becomes a buying motive. The differences between the processes will become clearer from the. Product buying motives may be subdivided into two groups, viz. This phenomenon makes it progressively important to. Consumer behaviour with respect to life insurance products is changing rapidly. Pdf consumers motives for buying goods and services on. By considering cutoff point 39, buyers motive can be low or high in both dimensions which comprises four types buyer motive such as equivocal. Consumer behavior a motive is a need that is sufficiently pressing to direct the person to seek satisfaction. Buying motives are those motives of consumers which are sufficiently stimulated so as to induce the consumer to buy the product.
Buying motive is the urge or motive to satisfy a desire or need that makes people buy goods or services. M31, d12 1 introduction the consumer is in the centre of any marketing endeavour. Sangeetha natarajan lecturer, business studies department, nizwa college of technology, nizwa, sultanate of oman. Consumer motivation motivation is an inner drive that reflects goaldirected arousal. Consumer purchase decision making process based on the. The marketing concept stresses that a firm should create a marketing mix mm that satisfies gives utility to customers, therefore.
Scribd is the worlds largest social reading and publishing site. As asch recognized, social influence arises from consumers motives to be in unity with others or to be in conflict with them. Pdf consumer behaviour issues have become more heterogeneous because of cultural differences. Buying motives barriers trust image of points of sale. Motive is a strong feeling, desire or emotion that makes a person to do something. Messages launched through this new media have a strong influence over various aspects of consumer behaviour, including. This study is aimed to analyze consumers buying motives to purchase. An investigation of the motives and purchase intentions of. A theoritical approach to the strength of motivation in. Study of consumer buying motives for private labels in india.
According to kpmgs 2017 study the truth about online consumers, there are four stages in the pathtopurchase journey. Pdf on jul 8, 2010, sayed mohammad tariq zafar published consumer buying motives and perceptions of mobile phone services. Pdf local and organic food systems represent some of the many food sector innovations of the past decade that signal that consumers are. But in its development, a person driven to the market not only because there is a need to be purchased. Explain consumer values and how they relate to motives. These are the needs, which are pressing needs, causing anxiety and restlessness to the customers, so much so that the consumer has to make efforts to buy a. These primary motivators are ideals, achievement, and selfexpression. Consumer research plays an important role in marketing process, helps in consumer measurement, market potential, sales forecast, each element like produ ct. Involvement is the level of personal relevance that a consumer sees in a product.
Buying motives are those motives of consumer s which are sufficiently stimulated so as to induce the consumer to buy the product. May 01, 2017 fiftyfive percent of gen zers 18 years or younger would rather buy clothes online, and 53% would rather buy books and electronics online. Buying motives for organic products consumers typologies trends and perspectives. These motives are harder to identify and they need projective techniques to pop up. Article consumers perceptions of coffee health benefits and motives for coffee consumption and purchasing antonella. Marketers study consumers buying patters to solve where they buy, what they buy and why they buy. Komal chopra1, shouvik dasgupta2, minervi gupta3 1,2,3symbiosis institute of management studies, pune, india abstract purpose of study there is a wave of change in the way indias big retailers like aditya birla group, reliance, future group etc. Feb 22, 2018 todays consumers have more ways to research before they buy than ever before. A study of consumer buying behaviour and consumers. In a consumer behavior context, the results is a desire for a product, service, or experience. Concept and classification of buyers motives notes. Consumer buying behavior refers to the buying behavior of the ultimate consumer. Motives of consumers following a vegan diet and their.
Study of consumer buying motives for private labels in india dr. We offer managerial implications for cultivating goaloriented and experiential online buyers. Apply theories of motivation to how consumers behave. Nov 21, 2012 manifest motives are those, which the customer is aware of and willing to express. Consumer behavior motivation notes rutgers university. The need to predict consumer behavior outcomes is considered to be a very important issue for marketers.
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